STANDARDIZATION OR ADAPTATION IN COSMETICS WEBSITES MARKETING ? AN EMPIRICAL STUDY.
Journal Title: CES Working Papers - Year 2011, Vol 3, Issue 2
Abstract
The websites marketing is becoming an important tool both for multinationals and SMEs, in their effort to internationalizing their business.This study focuses on the international opportunities that are present within the European markets. The paper aims at identifying the degree of websites marketing standardization vs. adaptation, as a marketing tool for cosmetic products. Moreover, the study examines in a comparative manner the standardization strategy of multinationals and small and medium enterprises (SMEs), leaders in European markets, for different cosmetic cathegories.The evaluation of online advertising standardization is based on the modified Model for Testing Advertising Standardization, developed by Whitelock and Chung. The web sites degree of localizations areanalyzed based upon 98 criteria, as resulted from an adapted methodology of ProfNet Institut fur Internet Marketing, Munster (Germany). The sample includes the 101 leaders from European markets.The research outcomes reflect a standardized websites marketing policy for SMEs and localized for multinationals. Also, for perfumes, dental care products and toiletry, European cosmetic leaders implementstandardized websites marketing policies and balanced for the other cosmetics categories. The hypothesis concerning a strong correlation between standardization and handling dimension was supported.
Authors and Affiliations
Anca Constantinescu-Dobra
Keywords
Related Articles
- EP ID EP145150
- DOI -
- Views 131
- Downloads 0
QUALITATIVE STUDY ON PHYSICIANS’ MOTIVATIONS AND DRUG PRESCRIBING BEHAVIOUR
The proper prescription of medicines by specialists from healthcare, especially physicians, it’s a major challenge of the healthcare services concerning the financial implications respectively the effects upon the patien...
GREECE FACES A YIN-YANG DEVELOPMENT PHASE
The concept Yin-Yang represents the unity of opposites and complementarity. In this respect, from the economical point of view a positive Yin phase represents the cash flow, brings nutrition, gentleness and protection, w...
COMMUNICATING ACROSS THE BORDER. A EUROPEAN EXPERIENCE FROM WESTERN ROMANIA
The present article analyzes the challenges faced by the European Union in its endeavour of implementing and developing cross-border cooperation as a means for reconciliation and regional development. It also presents th...
THE EASTERN NEIGHBOURHOOD OF THE EU GRAND CHESSBOARD
The European Union (EU) approach towards its eastern neighbourhood is a complex one as it puts emphasis on several key aspects: geopolitical, geoeconomic, security, given the problems that the European Neighbourhood Poli...
Organizational learning: cognitive and behavioural changes and implications in higher education institutions
Many facets of the concept of “organizational learning” and many ideas about it have been debated in the literature. One of the issues raised is whether organizational learning necessarily needs to encompass changes at b...